Dear VeganMakeup contributors,
First, I wanted to thank you for doing important work for the vegan and animal-lover community. I tried reaching out to you about the post you made about Lime Crime earlier this week, but haven’t heard back. I wanted to take a moment to address some of your concerns.
From our humble beginnings in 2008, Lime Crime was always a cruelty-free company. As an animal lover and rescue enthusiast, I made it my personal mission to develop cosmetics that were not only true-to-color, but also kind to our animal friends. As I spent more time learning about veganism, it became clear to me that there is no reason why Lime Crime couldn’t be vegan-friendly, too! While most of our products already were vegan (i.e., devoid of any animal-derived ingredients), this meant eliminating beeswax and carmine from a few others.
In 2010 I personally oversaw the reformulation of our entire Opaque Lipstick range, replacing real beeswax with synthetic wax. Waterproof Eyeshadow Helper underwent a similar reformulation in 2012. The two eyeshadows that contained carmine — a red pigment found in certain insects — were eliminated from the line in 2010. Please note that we never marketed our non-vegan products as vegan; prior and during the reformulation, we labeled diligently which is which on our website, to avoid any confusion.
As of 2012, Lime Crime is proud to be a 100% vegan makeup line.
You mentioned Petrolatum. It’s an ingredient used in cosmetics as a conditioning or thickening agent, and our liquid-to-matte lipstick, Velvetines, was originally formulated with it. I found a lot of misinformation on the internet about the manufacturing process of this ingredient – specifically, articles claiming that it is “filtered through animal bone char”. This is not the only way petrolatum is made. Our manufacturers, for instance, use active charcoal filtration system, derived from vegetation, making our petrolatum completely cruelty-free and vegan-safe. You did note correctly that petrolatum is no longer a part of our ingredient deck. This is because we’ve recently switched labs and found an alternative way to make the formula, not requiring the ingredient. We didn’t feel the need to make a public announcement since it didn’t affect the performance of the product at all.
To sum it all up: both, the old and the new Velvetines are vegan-friendly and cruelty-free, so our customers have nothing to worry about! <3
Other cruelty-free brands, such as Too Faced, use petrolatum in their formulations as well.
Let’s talk about Acrylates Copolymer (used in our tone-shifting Zodiac Glitters). The source mentions animal testing, but nowhere does it say that it is “required” by law. It is not. Like many commonly used ingredients in cosmetics, animal testing unfortunately may have occurred in the past (even drinking water has been tested at some point), but is no longer mandated today. While we can’t change history, it is our duty as a cruelty-free company to ensure that no animal-testing occurs at any point during the making of our products. Many cruelty-free brands, big and small, list Acryolates Copolymer in their ingredient deck (Too Faced, OCC).
I’ve addressed a similar concern about Red 40 in the past. Many cruelty-free brands use it as well (Tarte, Sugarpill). You can read more of my thoughts and research on the use of Red 40 Lake Dye in cosmetics here.
Last but not least: I’m happy to announce that in addition to being PETA-Certified Cruelty-Free, Lime Crime is in the process of becoming Leaping Bunny-approved. We’ve always been committed to the cause, and getting to display the Leaping Bunny logo on our products is a big deal to us!
I appreciate you taking the time to read my lengthy letter. I hope it helps clear things up a bit.
Wishing you all the best,
CEO & Founder
Lime Crime Cosmetics
In the past they have claimed their products are vegan, when they contained beeswax and carmine.
Now more recently with their Velvetines, it has come to light that petrolatum is not a vegan ingredient (it is filtered through bone char) and when called out about it, doe deere Claimed that “it is…